DULUTH TRADING COMPANY

The Problem

Duluth was a regional workwear brand being held back by a lack of awareness and an undefined brand platform. In addition to a crowded category, the target customer was being bombarded by value-driven messaging with beer, truck and tool brands, leaving Duluth unsure how to distinctively connect with tradesmen and hobbyists.

The Strategic Opportunity

To prove that working values don’t always need to be portrayed by dirt roads and country music, Duluth tapped into the irreverent humor of our audience to uniquely communicate the brand’s position that average was the enemy.

The Fundamental Belief

Poke Average In the Eye. Whether it be the triple stitching on pants, armpit gussets for freedom of reach, a No Bull guarantee or advertisements with butt cracks and spitting llamas, Duluth found a way to communicate their belief that authentically overlapped with customer mindset and needs.